HYUNDAI MOTORSTUDIO DIGITAL OFFERS A NEW LEVEL OF DIGITAL EXPERIENCE WITH NVIDIA® QUADRO® M6000

Installed at COEX, Seoul, Korea by Hyundai Motor Company, “Hyundai Motorstudio Digital (HMSD)” is a new concept of “digital showroom” where customers can experience all Hyundai Motor cars in 3D contents. Although no actual cars are on display, it presents digital media that gives virtual experience, thereby enabling customers to see various colors and options at a glance. In addition, staffs with professional knowledge about cars called “Guru” will answer any questions related to cars, striving to create a space for sharing and communication centered on cars.

“Hyundai Motorstudio Digital began to realize a ‘digital showroom with no actual cars on display’. ”commented an HMSD project official. “Due to many limitations, conventional showrooms can neither display all car line-ups nor present colors and options of customer’s choice at a glance, while digital showrooms can help them experience all kinds of cars, colors and options through digital media.”

Hyundai Motorstudio Digital is a 100% digital showroom, focusing on providing experience identical to actual cars with no car. It has a large-sized, 6.2m x 2.6m UHD media wall that shows a life-size car in 3D digital media. Also in

another station, customers can easily apply different colors and options to cars that they desire with simple touch of a fingertip on 3D touch screen.

At Hyundai Motorstudio Digital, customers can experience more than what is visible. They can hear the actual sound of each car model’s engine. The “Touchable Closet” enables visitors to take a look at the exterior color of all Hyundai cars and feel the texture of interior materials with their own hands.

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Solution:In order to deliver a broad range of cars, colors and options in real-like 3D contents, Hyundai Motorstudio Digital needed a real-time rendering solution of high performance, stability and good economic feasibility. NVIDIA Quadro M6000, a high-end professional graphic solution, took the center stage together with a customized version of a DirectX-based real-time engine that has been used for conventional car simulator engines.

NVIDIA Quadro is a graphic solution specialized in professional design and visualization, offering great compatibility with more than 100 professional applications. NVIDIA Quadro M6000 boasts of GPU based on NVIDIA’s latest Maxwell architecture, 12GB of memory and four 4K display ports, delivering nearly twice better performance than previous generation products with the Kepler architecture.

NVIDIA Quadro M6000 has enhanced the graphics performance 30% faster on average, including 2.4x faster ray tracing. It also offers 36-bit color support for high-dynamic range (HDR) displays. Pairing NVIDIA Quadro M6000 with NVIDIA Iray 2015 will more than double the rendering speed, while delivering the highest level of visual realism and interactivity in design workflow. Thanks to these advanced graphic technologies, Hyundai Motorstudio Digital was able to provide high quality 3D contents through diverse digital media including a floor-to-ceiling UHD media wall and photorealistic 3D screens. Especially the

Challenge:

The most important aspect of HMSD is the 3D graphics technology that delivers actual car-like rendering in real time in line with users’ operations. Generally for high quality 3D rendering, the “pre-rendering” method is applied, which produces rendered images in advance. For HMSD, however, it was difficult to apply this technique as approximately 27,600 rendered images were needed to accommodate all the car types and option choices.

Meantime, real-time rendering requires large-sized/high-quality graphics hardware, so called render farms. Due to limited space, instead of a large render farm, Hyundai Motorstudio Digital had to find hardware that could minimize server space while enhancing the platform’s scalability for the future.

“In developing Hyundai Motorstudio Digital, we put real-time responsiveness and customers’ user experience at the center, ”commented an HMSD official. “For this, it was a crucial task to find a technical solution to deliver a vast quantity of 3D contents in real time.”

“We have compared pros and cons of conventional pre-rendering and real-time rendering, reviewed their respective potential in technological development, and set four major check points of quality, speed, stability and scalability, ”commented an HMSD official. “For this, we had to take steps to find a graphic solution that could steadily

deliver stable performance at a high speed while offering better economic feasibility than a render farm.”

Hyundai Motorstudio Digital is able to present cars in about 27,600 different combinations, which involves a significant volume of data processing. In order to offer customers close-to-real-life experience of riding a car, it also needs to bring forth the maximum performance, delivering life-size 3D contents in real-time engines. This certainly requires a graphic solution of high performance and stability.

UHD media wall that is implemented by three sets of NVIDIA Quadro M6000 in SLI mode, which makes the total number of Quadro M6000 applied as six, helps visitors to experience closer to the actual cars on 1:1 scale.

NVIDIA Quadro M6000 is a graphics solution suitable for interactive real-time rendering, capable of playing videos at 40 frames per second in the UHD 4K (3840x2160 resolution) environment. Multi-frame anti-aliasing (MFAA), a next-generation anti-aliasing technology offered by the Maxwell architecture, enables a large screen to provide natural and realistic images. In particular, “MY CAR TABLE” station at Hyundai Motorstudio Digital provides 3D contents-based real-time interactive experience through applying different colors and options to cars that they desire with a touch of a finger. Each station is equipped with a single NVIDIA Quadro M6000 that has been a great help in creating a flexible environment where customers can operate life-size high-quality 3D models conveniently.

Besides, NVIDIA Quadro M6000 offers stability that ensures seamless, smooth motions for an extended period, and supports multi GPUs and up to four 4K multi displays,

Result:Hyundai Motorstudio Digital seeks to become a space where people can easily experience all things about cars. Since its opening on 19th March 2015, approximately 72,000 people visited HMSD until September. Without any aggressive PR activities, word-of-mouth has brought in nearly 19,000 visitors in August alone. Visitors’ level of satisfaction has been also very high as well.

“Thanks to our efforts to apply digital technologies from customers’ perspective, we were able to present a new

promoting easy expansion and modification of display in various forms. This was part of another key reason why Hyundai Motorstudio Digital had to choose Quadro M6000.

“We concluded that NVIDIA Quadro M6000 was the best solution given its high performance and stability,” commented an HMSD official. “NVIDIA Quadro M6000 played a decisive role in Hyundai Motorstudio Digital’s delivering high quality 3D contents and providing a new level of user experience.”

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space of experience, ”said an HMSD official. “We expect Hyundai Motorstudio Digital to advance into a broader digital space, where we can further strengthen interaction with customers and introduce new automobile technologies such as eco-friendly technologies through digital contents.”

NVIDIA Quadro’s innovative technology is gradually becoming useful in overcoming limitations in visual experience. Its usefulness is expanding across various industries including aircrafts, large vessels, apartment buildings and urban design as well as automobile, which have had limitations in having direct communication with their customers or providing user experience of their products.

“Since 3D contents are the core of Hyundai Motorstudio Digital and the communication tool with customers, we had to produce accurate and realistic visual contents based on 3D design data of actual cars, ”said an HMSD official. “For this process, we adopted NVIDIA Quadro M6000 and were able to deliver a stable, real-time 3D rendering solution. Unlike any other previous project, HMSD project was a very worthwhile job in that we could actually witness our customers enjoying the contents and systems we have made.”

Starting with NVIDIA Quadro-based Hyundai Motorstudio Digital, Hyundai Motor Company will strengthen contents to get closer to its customers for more active communication, and continue to utilize and reinforce the latest digital technologies to provide more experience on cars.

To learn more about NVIDIA Quadro, go to www.nvidia.com/quadro © 2016 NVIDIA Corporation. All rights reserved. NVIDIA, the NVIDIA logo, and NVIDIA Quadro are trademarks and/or registered trademarks of NVIDIA Corporation. All company and product names are trademarks or registered trademarks of the respective owners with which they are associated. Features, pricing, availability, and specifications are all subject to change without notice.